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The document proposes launching a weekly podcast by MSN Entertainment to: 1) Provide additional media content and expand the brand for their audience 2) Generate new revenue through sponsorship opportunities 3) Align with their "No One Wants To Look Dumb" campaign messaging It notes that podcast audiences have grown significantly year-over-year and that MSN Entertainment's audience closely matches typical podcast demographics. A weekly celebrity gossip podcast would capitalize on this audience and help compete with similar entertainment programs. The podcast would be promoted across MSN Entertainment and other platforms.
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GossipCast Presentation
- 1. Page
- 2. Page MSN Entertainment Podcast Objectives 1. To provide an additional option for media consumption to the MSN Entertainment audience 2. To create a new revenue generating product through sponsorship advertising opportunities 3. To support the message currently being communicated to consumers by MSN’s No One Wants To Look Dumb ad campaign 4. To provide brand extension for MSN Entertainment
- 3. The Podcast Consumer Revealed 2008 Study The audience for audio podcasts grew 38% in the last year The audience for video podcasts grew 45% in the last year About 30% of regular Internet users have downloaded a podcast Awareness of podcasting has leveled off at about 37% People listen to or watch podcasts primarily on their computers (about 75% ). PODCASTING IS HERE TO STAY
- 4. MSN ENTERTAINMENT – THE PERFECT FIT FOR PODCASTING How much more likely the MSN Entertainment audience is to download podcasts The age of most podcasters, and the age of most visitors of MSN Entertainment. How much more likely the MSN Entertainment audience is to download vodcasts to their computer Source: @Plan Winter 2008 eMarketer Article: http://www.emarketer.com/Article.aspx?id=1004938 55% 63% 35-54
- 5. Page MSN ENTERTAINMENT – THE PERFECT FIT FOR PODCASTING MSN Entertainment Users are Web Savvy Between the months of March and April, 85% used the web for news or information and 36% downloaded new software, an application or toolbar. In general, Internet users who had been online for six or more years were twice as likely to have downloaded a podcast as someone online for three years or less (13% vs. 6%, respectively). Source: @Plan Winter 2008 eMarketer Article: http://www.emarketer.com/Article.aspx?id=1004938
- 7. Page MSN ENTERTAINMENT GOSSIPCAST What: Weekly review of celebrity gossip. Content pulled from MSN Entertainment news – linked in show notes When: Released weekly on Monday mornings in accordance with traffic spikes on MSN Entertainment. Length: 5-10 minutes How: Podcast lives on its own page within MSN Entertainment. Show notes, links, archives can be found on podcast page.